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ADVANCED BRAND MANAGEMENTTEMPORAL P.wydawnictwo: WILEY, 2002, wydanie Icena netto: Advanced Brand Management FROM VISION TO VALUATION Paul Temporal, Corporate Charisma International Pte Ltd., Singapore Branding your firm's future with success More than a name game, product branding is often a high-stakes gamble-even when there's substantial market research behind it. The Classic Coke fiasco is just one example. With millions of dollars at stake each time out, companies can't afford branding strategies that can't stand up in the marketplace. Representing the brain trust in brand management, Paul Temporal's Advanced Brand Management presents the highly sophisticated branding techniques used by some of the world's leading companies. Strategies such as brand stretching and brand architecture are described, especially as tools for managing the total brand experience and value. The book also includes a brand management toolkit, which provides checklists and exercises, as well as global and Asian case studies. This indispensable practitioner's guide will help companies secure lasting brand equity for their products. Advanced Brand Management: From Vision to Valuation has been specifically written for anyone who needs to know how to manage the most valuable assets in the business world - brands. In this exciting new book, Paul temporal, one of the world's leading branding experts, presents a complete guide on developing and managing sophisticated strategies that will ensure lasting brand value. Dr Temporal gives answers to the many questions that are often asked, covering vital issues such as,
Whether you are in control of an established company, starting up a new one, or managing brands in any industry or sector, this book is a great investment. More than 25 case studies play their part in delivering a practical approach to the topics, helping you learn from the good and not-so-good international brand management initiatives including This stimulating book also features a brand management toolkit where you will find an invaluable collection of questions, exercises and notes culled from DrTemporal's wealth of experience. The toolkit will provide you with your own personal consultancy checklists and support to improve and secure your brand equity. This and the rest of the chapters complete the most indispensable and practical book on brand management ever written. Paul Temporal is a leadingglobal exper brand creation, development and management with over twenty years J experience in consulting and training. He hfes worked with leading companies and governments, and is well known for his practical and results-oriented approach, resulting in record year on year profit increases for many clients. He is also the author of best-selling branding books, ' Corporate Charisma, Strategic Positioning, Branding in Asia, Hi-Tech Hi-Touch Branding, and Romancing the Customer, and is a highly sought after event and conference speaker. He was educated at Leeds and Oxford Universities and is based in Singapore 296 pages
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